Case Study: Airbnb achieves actionable brand perception insights with NetBase Quid

Quid analyzed 3,833 articles on Airbnb from the past year to better understand prominent topics and issues driving public perception of the company

Airbnb faced a complex brand-perception challenge: public conversation about the company clustered around five major themes—social issues, tax and regulation, industry disruption, housing and guest experiences, and corporate values—while high-profile incidents (discrimination claims, disaster relief housing, regulatory fights) and frequent links to other tech and travel companies amplified both positive and negative engagement. Media and social metrics showed “home” as a dominant association, social-issue stories drove spikes in engagement, and mentions of partners like Google tended to skew negative.

NetBase Quid applied large-scale text analytics and network mapping to surface keyword clusters, sentiment, and engagement drivers, revealing which topics and events most influenced public narrative and where risks lay. The analysis produced clear priorities—high-engagement social issues, regulatory pressure points, and competitive associations—giving Airbnb actionable insight to shape PR, policy responses and product or trust-and-safety measures.

Airbnb